Funnel Reboot

Bye KPI. Hello Full-funnel dashboard, with Jacob Varghese

Today’s talk is with a technology vendor, as a Disclaimer, please note that there’s no sponsor or affiliate relationship here. They're simply on the show to give their perspective on our topic. Today we’re going to talk about leveling up beyond KPIs to data that visualizes our full-funnel. Comedian George Carlin knew how complicated things get with marketing technology. Or, you can imagine that when you hear him talk about stuff. This is the feeling we can get watching our Marketing technology e...

Visualizations that inspire action, with Lee Feinberg

If your job involves numbers, you likely spend time graphically plotting it. Whether it’s for analyzing or presenting, we usually toss our datasets into our visualization tool (mainly because it takes one button click) and start visualizing it. The problem here is that we’re making content before knowing our intent, we’re making the software master over us instead of being its master. Today’s guest says the visualizations that come from this won’t be intelligible, won’t make them motivated to ac...

Must-reads for business in an all-digital world

There were a lot of books covered on the podcast in 2023 - 44% of this year’s shows were with book authors. Combined with previous years’ book episodes, we have reached the 60-book mark on this podcast - you can sift through them all on our site by clicking on the “books” category on the right-hand menu. But I’ve had the chance to read books outside of these, and found even more I’d like to feature. I’m not saying all all biz books that come out are good. To be honest - a decent portion of them ...

Making sites that keep pace with customers’ needs, with Josh Garellek

There are websites and then there are websites. Some give User Experience short shrift, slapping together generic templates that look pretty... generic. Others use experts to make interfaces that are optimized for mobile and PC environments, and anticipate what users want and present their content in engaging ways. Some with so little security, they’re susceptible to cyber threats. Others invest heavily in cybersecurity - protecting not only themselves, but visitors as well. Some sites have clun...

GA4 and The Future of Data, with Jason Hackenberry

Today, we’re talking about the future of data with Google Analytics 4. It’s been about 6 months since we all had Universal Analytics. It’s good to talk to others who use GA4 to do their jobs, to compare notes. Although GA4 is here to stay, it still has gaps that need bridging. That’s why I spoke with Jason Hackenberry, Head of Partnerships from web development agency Arctic Leaf. Prior to Arctic Leaf, he held Digital Marketing and operations roles at Weatherby and Save Khaki United, along with r...

Getting Good at Google Analytics, with Jill Quick

GA4 is now our de facto analytics tool. Regardless of how familiar we were with the previous tool, GA4 is here to stay so we may as well get good at using it. I’ve got just the person to make the transition relatively painless for us. Our guest’s love for analytics was a happy accident after she worked in a company where the sales director was making a move to take my budget and remove people from my department to fund new sales people. The work we were doing was having an impact, and she needed...

Building AI out of Data, with Yash Gad

AI won’t end up being one thing, it will be present in many little applications - hopefully that will help us in our marketing. But what kind of AIs do we want? Are we looking at the ingredients that go into them? Those are the kinds of questions innovations our guest considers as he makes AI models for healthcare and the retail marketing sectors. Yash Gad is a data scientist, education advocate, and foodie. Founder and CEO of RingerSciences and Chief Data Scientist of Next Practices Group. He e...

Media Mix Modeling, with Jim Gianoglio

Whenever your marketing is being assessed by an analyst, they will use one of two approaches. The first is called Multi-touch attribution, which takes a customer who’s made a purchase decision, then puts weights on the touchpoints they had on various channels (Google calls their model ‘Data-driven attribution”) on the way to that point, to say which touchpoints were most influential. The other approach they may use is Media Mix Modeling. From what previous podcast guest Kevin Hartman told me abo...

Your data is f____ed, with Mark Mckenzie

You did everything just the way you were told. You took the tags the free tools gave you and installed them on your site, you configured platforms and poured over their reports, you connected the systems and even hired developers to hook everything up to a database. And yet, you have little value to show for all the work you’ve put into your company’s analytics You feel the analytics platforms are backing away from their responsibility to streamline all this. Instead, the answer from the largest...

Marketing Memetics, with Mike Taylor

Memes act as our collective memory’s transportation system. The instant they are seen or heard, our minds hop to whatever emotion the meme conveys. The use of this brain-hack is as scary as it is impressive. Memes rarely come to us via broadcast media. Instead, they spread organically online. Most of the original uses for these have faded, while the internet has collectively assigned them new meanings. Our guest was so interested in memes that he came out with a book in 2023 called Marketing Mem...

Forget the Funnel, with Georgiana Laudi

A trend that’s currently having its day in the sun is Product-Led Growth. According to our guest, it’s a fine model, but our companies need growth that’s based on a more foundational element - advocating for Customer-Led Growth. CLG begins with creating organization-wide understanding around what experience is most appropriate for the company's best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company. Our...

Evolving Social Tools, with Darryl Praill

Darryl Praill is the CMO at Agorapulse where he leads a global team of 40. Prior to that, he held executive roles with companies like SAP, IBM, Kinaxis, Airbus and VanillaSoft. He has consulted for AC Nielsen, Salesforce.com, UBM and Tweed. He is also a speaker at keynotes and on podcasts (which at last count runs into the hundreds). You become convinced after hearing Darryl, he has a commanding grasp of how the social media game is played. He got onto social platforms earlier than anyone I know...

Data First Marketing, with Janet Driscoll Miller

If you've listened to this show, you know that I believe we can base all the marketing decisions we make on data. Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Janet is also a frequent guest lecturer at colleges and universities including the University of Virgin...

Tools for wrangling marketing data, with JD Prater

What needs to be done with marketing data to make it usable?. Essentially, it must be taken from its original source, formatted cleanly, and put into your database to be analyzed. This is handled by a process called ETL, Extract, Transform & Load . This process was done manually in olden days, but AI is now facilitating this task to be almost entirely done by technology. Our guest can help us get familiar with how this works because he approaches it more from a marketer's perspective than a tech...

Role of UX in a site’s marketing effectiveness

In this episode, I talked with Farhad Khan , an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization...

Ad Fraud and what you can do about it

This episode looks at the impact of fraudulent traffic on digital marketing. We’ll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it’s still good business to advertise, in spite of problems with ad fraud. For complete Show Notes, go to: http://leadgeneering.com/episode-15-ad-frau...

The Role of Content Throughout the Funnel

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer’s vertical and funnel stage. Hear how they: Implemented the email communications and marketing content into their Marketing Automation tool. What kind of marketing resources they needed to build and maintain the platform How to customize content for different audiences, without making too much work for yourself How to present dashboard data such that management...

Season 2 Teaser

How Content Experience Makes the Whole Funnel Work

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you’ll hear the 12 steps he follows for creating content that measurably impro...

How Traffic Makes the Whole Funnel Work

This is the fourth in our five-part series on Making the Whole Funnel Work. In this episode, we talk about traffic; not the automotive type but the web visitor type. This solocast talks about all the ways web analytics tools classify traffic to your site. Then I focus on four of those channels that you can affect for getting more traffic to your site. For complete Show Notes, go to: http://leadgeneering.com/episode-12-how-traffic-make-the-whole-funnel-work/...

How Conversions Make the Whole Funnel Work

In this episode, we look at both sides of a website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for the visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common actions used on leading-edge websites. Listen in for answers to these topics: Why do we have conversions? How to optimize your conversions How to choose what call-to-action to put on your webpage How ...

How a Tracking Infrastructure Makes the Whole Funnel Work

This episode covers what needs to be in place to know everything about people's interactions with your website. We talk about how to track conversions in your analytics, how to add Tags, run A/B testing and more. For all the links and the reboot mentioned in this episode, go to: http://leadgeneering.com/episode-10-how-a-tracking-infrastructure-makes-the-whole-funnel-work...

How Dashboards Make the Whole Funnel Work

This episode walks through a 7-step process for building a marketing dashboard: Interview stakeholders Review Technology Select KPIs Group requirements Select Charts Prototyping/Wireframing Launch For the People, Ideas and Products mentioned in this episode, visit the shownotes at http://FunnelReboot.com...

2018's Top Changes in Paid Search Marketing

In this episode, three PPC Professionals reviewed the long list of features that PPC platforms made in 2018 and cut it down to a handful that are having the largest impact on B2B companies. Hear what we think are the best and worst changes made this past year, and what advertisers should to in reaction to them. Check out the shownotes or signup to receive them by email at funnelreboot.com To get future episodes, please subscribe at Apple podcasts. Follow us on Twitter @funnelreboot...

Integrating CRM and Marketing Automation into your Funnel

Does your company use technology like Marketing Automation and CRM? Is your marketing program supported by applications by the likes of Oracle, Adobe and Salesforce? More and more Marketing departments are integrating them into their technology stack. Listen to this interview with a Marketer named Ed Goffin at Pleora Technologies to hear a real company’s experience with this automation. For all the links mentioned in this episode, go to: funnelreboot.com...

Episode 6: Top Paid Search Updates of the Year

Panelists: Doug McCaffrey, Olga Gladycheva, Pierre Levasseur, being moderated by Glenn Schmelzle Updates made by Paid Search platforms that we cover: Custom Intent Audiences AI Attribution models Review & Promotion extensions Ad variations Modeling conversions via GCLID IF function in Ads Account Health score AdWords Experience UI Cross-device remarketing Nearly Exact Exact Match Youtube ad restrictions GSP stops reading emails AdWords + Google Optimize For all the links and the reboot mentioned...

Dealing with how work's changed with digital

This episode covers the way we work in digital. As the pace of work has sped up, we're using more agile methods to plan our resources. As automation and artificial intelligence enter, we're deciding how it gets used in our marketing stack. We are also figuring out how our organizational culture fits with this, so everyone can focus on a funnel that efficiently converts visitors into buyers. For all the links and the reboot mentioned in this episode, go to: http://leadgeneering.com/dealing-with-h...

Dealing with how digital is measured

This episode is about how digital has changed how we measure marketing. We'll cover the explosion of data brought by the Internet. We’ll look at how to clean and filter data so only the right kind is used for analysis. We'll talk about tools for analyzing and reporting data, for sharing data with core areas of our business, and also for insights we ourselves get out of it. Finally, we'll see how more leads can be generated by analyzing how buyers respond to our content.

Dealing with Digital Conversations

One of the ways that digital has changed marketing is in how buyers converse with sellers. The experiences we deliver actually facilitate a conversation where they buyer talks him or herself into either buying or engaging with sales.

Dealing with Digital Channels